Consumers Avoid Buying from Firms with Higher CEO-to-Worker Pay Ratios. Rohit Deshpand√©, Michael I. Norton, January 31, 2018, Paper, “We document a novel driver of consumer behavior: pay ratio disclosure. Swiss corporation performance data gathered during a legally mandated pay ratio referendum reveals that salient high pay ratios are associated with decreased firm sales (Pilot Study). An incentive-compatible field experiment shows that, when ratios are revealed, consumers avoid firms with high ratios relative to competitors (Study 1).Link